Redesign of the entire ACNUR (UNHCR in Spain) website. The user-centered design process is crucial for enhancing user experiences and achieving specific goals, such as increasing the donation rate on the ACNUR website.

Empathy Map - Laura:

- Empathy for displaced and vulnerable people.

- The need to make a difference and contribute to a humanitarian cause.

- Confusion or frustration if donation information is unclear.

- Wants to ensure her money will be used effectively.

- Looks for evidence that ACNUR is a trustworthy and transparent organization.

- Considers the convenience and simplicity of the donation process.

- Websites of other charitable organizations with appealing designs and intuitive navigation.

- Heartfelt stories of refugees and successful ACNUR projects on other sites.

- Information on how donations are used in programs and projects.

- Experiences of friends and family who have donated to ACNUR.

- Online comments and reviews about the effectiveness and transparency of ACNUR.

- Needs clear and reliable information on how donations are used.

Wants a quick and simple donation process.

- Seeks an experience that reinforces her sense of contribution and solidarity.

- Save the Children: This site highlights touching stories of children and families benefited by donations. It has a simple and transparent donation process.

- Unicef: Provides clear information on how donations are used and showcases tangible project outcomes. Navigation is straightforward and accessible.

- Oxfam: Emphasizes financial transparency and displays interactive charts on donation impact. The donation process is quick and easy.

- Increase Donation Rate: Increase the donation ratio by 30% in the next 12 months.

- Enhance Transparency: Provide clear and transparent information about how donated funds are utilized, ensuring donors like Laura feel secure about the destination of their money.

- Simplify the Donation Process: Redesign the donation process to be more intuitive, fast, and frictionless, enabling Laura to donate with ease.

- Generate Engagement: Foster a sense of community and solidarity among donors by showcasing impactful stories and achievements made possible through donations.

These objectives are designed to address Laura, the Compassionate Donor's needs and motivations, and to improve the user experience on ACNUR's website to achieve a greater impact in donations.​​​​​​​

Journey Mapping: In this stage, we have mapped the journey of the typical donor user, Laura, through her interaction with ACNUR's website. We have identified key touchpoints and emotions associated with each stage of the process. Laura shows empathy and a strong desire to contribute to the cause but also experiences uncertainty and concern regarding transparency. 

These are some of the key moments in her journey:

- Awareness of ACNUR: Laura learns about ACNUR through friends and online media. She is moved by the cause and decides to visit the website.

- Site Exploration: She navigates the website in search of information about ACNUR's activities and ongoing projects. She wants to understand how her donation will make an impact.

- Donation Process: She attempts to donate but encounters obstacles in the process, such as a lack of clarity on how her money will be used and a donation process that is not user-friendly.

- Confirmation and Gratitude: Once she donates, she expects confirmation and gratitude that reinforce her sense of contribution and solidarity.

Problem Definition: Based on the Journey Mapping and previous research, we have identified the main problem that Laura and other potential donors face. The primary issue is the lack of clarity and transparency in the donation process and how donated funds will be utilized. Laura needs to feel confident that her contribution will truly have a positive impact. Furthermore, the current donation process is not intuitive enough and can be frustrating for donors.

In summary, the central challenge is to improve the user experience on ACNUR's website by making the donation process more transparent, straightforward, and rewarding for Laura and other potential donors.

The ideation phase is crucial for generating creative and effective solutions to address the problem identified in the definition stage. During this phase, the multidisciplinary team gathers for brainstorming and generates a series of ideas to enhance the user experience and increase the donation ratio. Some of the ideas that could emerge include:

- Engaging Homepage Design: Create a visually appealing homepage with impactful stories, project images, and beneficiary testimonials to inspire donors.

- Simplified Donation Process: Redesign the donation process to make it more intuitive and fewer steps, with quick donation options and a clear form.

- Fundraising Campaigns and Donor Retention: Develop specific fundraising campaigns with clear objectives and donor retention strategies to maintain long-term engagement.

During the development phase, it's essential to be vigilant about potential usability issues that may arise when implementing the ideated solutions. Some potential usability problems could include:

- Excessive Complexity: While the intention is to simplify the donation process, there is a risk of adding too many elements or information on a single page, which could overwhelm users.

- Confusing Navigation: Reorganizing the site's structure or adding new sections could cause navigation problems if users can't easily find what they are looking for.​​​​​​​

The development phase will involve creating and testing prototypes based on the ideas generated in the ideation stage. During usability testing, these potential issues will be addressed to ensure that the proposed solutions effectively enhance the user experience and increase the donation ratio.

We developed the new version of the website based on the final designs and ensured that the site is responsive and compatible with different devices and browsers. Once we have completed all of this, we handed over the final design to the developers so they can create the website, and we have now launched the new version of the website.

Working as part of a team with individuals from various departments, such as marketing, development, and product, during this project was an enriching experience that provided me with valuable insights. Interdepartmental collaboration allowed us to gain a comprehensive and diverse perspective on the challenges and opportunities the project entailed. I learned to appreciate the significance of effective communication and goal alignment across diverse teams, as each department brought its unique knowledge and skills to achieve project success. Additionally, collaborating with an end client while working for a consulting firm taught me the necessity of clear and consistent communication to ensure that client expectations are met and established objectives are achieved. This experience helped me develop project management, communication, and adaptability skills, which are essential in interdisciplinary and collaborative work environments.